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Analysis reveals trends in the use of English borrowings in advertising, indicating its significant role in global business communication in Korea.
The aim of the study is to determine the role of the use and functionality of English borrowings in Korean advertising discourse. South Korea is, first af all, a rapidly developing market for innovative products and high technologies, Korea has a significant influence at the international level. Korean companies are actively developing in the international market and are trying to attract foreign consumers. Foreign companies are also actively promoting their business in the Korean market. Advertising plays an important role in this process, therefore understanding the trends and features of its use is essential for successful commercial activity. English is the language of international communication and a symbol of globalism. It has widely penetrated all countries of the world and is the most common language of business communication. The article gives a detailed analysis of the role of the English language in the Korean advertising discourse. The authors consider different types of advertising and the peculiarities of the functioning of the English language in it. The author concludes that the English language has a tremendous impact on the Korean advertising discourse which includes both positive and negative aspects of its influence.
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VITYAZEVA et al. (2023) studied this question.
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